I hate the word ‘Consumer’ or I mockingly call it ‘CONSOOMER’. Because that’s to imply everyone in the world is just cattle, but with wallets. We’re no longer customers. We’re consumers now. And a consumer’s purpose is to consume shit, whatever is put out there. Got money? Shut up and consume, it’s what corporate interests and capitalism itself thrive on. Consume and consume.
“Engagement” in a social media context. Most of the time, I’m not engaging with anything, really. You wouldn’t say you’re engaging with your newspaper when you’re reading it, or engaging with your TV by changing the channel. It’s ridiculous
Those are one-way communication channels though, engagement sounds like a pretty accurate way to describe the interaction you can have on social platforms, you show interest in some content and make that interest public by liking, sharing, etc.
They use engagement because to media companies, good or bad interactions are typically the same, ie engagement.